Introduction:

Integrated marketing communication is often compared to an orchestra. Just as an orchestra’s performance is guided by a musical score, an IMC campaign must have a written score, or plan. This plan details which marketing communication functions and which media are to be used at which times and to what extent. An IMC campaign plan is a written document. It can be as minimal as a set of organized notes by a person running a small retail business or as complex as a 100-page document for a multimillion-euro brand campaign. But all good plans, regardless of size, have six basic elements:
• Targeting (designated customers and prospects)
• SWOT analysis
• Objectives
• Strategies and tactics
• Budget
• Evaluation
The planning process begins with the selection of the desired audience for the brand message. Research then determines the strengths and weaknesses of a company or brand from the perspective of customers and prospects. Planning also takes into consideration marketplace opportunities and threats—the things that companies cannot control but can leverage or address to their advantage.

Different Researchers and authors define this marketing activity in different perspectives the most famous definitions are as follow:
“Integrated marketing communication is a process for planning, executing & monitoring the brand messages that create customer relationships, (Duncan, 2005)”

“IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other and users at minimal cost” (Clow & Baack, 2007)
Role of IMC
IMC plays a role in all
• Business to business interactions
• Marketing channel communications
• Customer focused communication
• Internally directed communication

Company introduction:
ROCH CLUB has long been